Grumpy consumer ignores Better Life

"The number of animals kept under the 'Beter Leven' quality mark is increasing rapidly, but there is still room for improvement," said the Animal Protection Agency. That is why they are making an urgent appeal to consumers during the week of the Beter Leven quality mark.

With the quality mark, the livestock farmers can distinguish themselves, while the consumers can buy in a targeted manner. The livestock farmers have fulfilled their 'task', given that the number of slaughtered animals (which fall under the quality mark) has doubled in 5 years to 40 million. However, the consumer remains in default and does not always opt for Better Life. In the case of fresh chicken products in particular, the cheaper house brands are more often chosen, which score much worse according to the Dutch Society for the Protection of Animals. 

Niels Dorland, the spokesperson for the Animal Protection, reports that it is time for this to change. "Consumers do not have to point to the authorities or the farmers, but can make a difference through their own shopping cart. In the case of chicken fillet, this only costs a few dimes more." 

Success not guaranteed
Approximately 1.800 livestock farmers in the Netherlands produce according to the Beter Leven standards. In animal numbers this is almost 4 million pigs, about 30 million broilers, 4,3 million laying hens, 30.000 cattle and about 178.000 calves. To do this, they had to invest heavily without having the guarantee that it would pay off.

A well-known example is pig farmer Annechien ten Have who Hamletz free-range meat produces. This meets 2 stars of the Beter Leven quality mark. However, sales were so disappointing that the meat of the summer was removed from the shelves. Meanwhile, supermarkets Plus has started selling again. According to Dorland, the upward trend can be resumed.

Pilot dairy not yet proven
There is also currently a pilot with Beter Leven Zuivel, together with 7 Farmel dairy farmers. "The trial is going well, but we're not there yet." The spokesperson said that the dairy farmers have invested between €20.000 and €30.000. Whether the test succeeds depends on the consumer. If not, the dairy farmers must be on the brink.

Despite the strong increase, 92% of the animals kept in the Netherlands do not meet the Beter Leven quality mark. According to Dorland, there is still work to be done. That is why this week is all about Better Life. This means, among other things, that the quality mark is brought to the attention of the media. The spokesperson reports that a lot of profit can still be made in, among other things, the food service channel and sales at butcher shops.

Wouter Job

Wouter Baan is editor-in-chief of Boerenbusiness. He also focuses on dairy, pig and meat markets. He also follows (business) developments within agribusiness and interviews CEOs and policymakers.

w.baan@boerenbusiness. Nl

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